In building a new home, most buyers are looking for one thing above all others. It isn’t the size of the house, or the architectural style, or even the location that drives the decision, although each of these may contribute. It’s the perceived value of the home – the sum total of benefits received, emotional and physical as well as financial, compared to the cost.

Builders, as well as buyers, are driven by values. Their primary issues are loyalty to the customer, loyalty to the company and its employees, and loyalty to the craft of building. Sometimes these loyalties are in conflict, and the mission of the builder lies in finding the balance between those allegiances.